Is innovation in pricing your next source of competitive advantage?

Business Horizons

In an environment where most efforts are addressed toward product or business model innovation, innovation in pricing may be the most powerful, albeit the least explored, source of competitive advantage. Through an extensive research, we provide as many as 20 possible venues for innovation in pricing: Universal strategies that go beyond size, nationality, or industry of the firm.

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Publications

Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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